DECISION MAKING IN
CONSUMER BEHAVIOUR
Consumer Behaviour
Consumer behaviour is the study of how individual
customers, groups or organizations select, buy, use, and
dispose ideas, goods, and services to satisfy their needs
and wants.
Consumer Behaviour Decision
process
■ Need Recognition
■ Information Search
■ Evaluation of alternatives
■ Purchase
■ Post purchase Behaviour
Cultural Factors affecting
Consumer Behaviour
■ Cultural factors comprise of set of values and ideologies
of a particular community or group of individuals. It is
the culture of an individual which decides the way
he/she behaves. In simpler words, culture is nothing
but values of an individual. What an individual learns
from his parents and relatives as a child becomes his
culture.
■ Example - In India, people still value joint family system
and family ties. Children in India are conditioned to stay
with their parents till they get married as compared to
foreign countries where children are more independent
and leave their parents once they start earning a living
for themselves.
The influence of cultural factors
on buying decision of individuals
Each culture further comprises of various subcultures such
as religion, age, geographical location, gender
(male/female), status etc.
■ Religion (Christianity, Hindu, Muslim, Sikhism, Jainism
etc)-A Hindu bride wears red, maroon or a bright colour
lehanga or saree whereas a Christian bride wears a
white gown on her wedding day. It is against Hindu
culture to wear white on auspicious occasions. Muslims
on the other hand prefer to wear green on important
occasions.
Cultural Factors Cont….
■ Status (Upper Class, Middle class and Lower Class)-People
from upper class generally have a tendency to spend on
luxurious items such as expensive gadgets, cars, dresses etc .
A person who finds it difficult to make ends meet would
rather prefer spending on items necessary for survival.
Individuals from middle class segment generally are more
interested in buying products which would make their future
secure
■ Gender (Male/Female)-People generally make fun of males
buying fairness creams as in our culture only females are
expected to buy and use beauty products. Males are
perceived to be strong and tough who look good just the
way they are.
Social Factors affecting
Consumer Behaviour
■ Human beings are social animals. We need people
around to talk to and discuss various issues to
reach to better solutions and ideas. We all live in a
society and it is really important for individuals to
adhere to the laws and regulations of society.
Social Factors influencing consumer buying decision
can be classified as under:
■ Reference Groups
■ Immediate Family Members
■ Relatives
■ Role in the Society
Reference Groups-Every individual has some people around
who influence him/her in any way. Reference groups comprise
of people that individuals compare themselves with. Every
individual knows some people in the society who become their
idols in due course of time.
1. Primary Group - consists of individuals one interacts with
on a regular basis.
■ Primary groups include:
■ Friends
■ Family Members
■ Relatives
■ Co Workers
2. Secondary Groups - Secondary groups share indirect
relationship with the consumer. These groups are more
formal and individuals do not interact with them on a
regular basis, Example - Religious Associations, Political
Parties, Clubs etc.
Personal Factors affecting
Consumer Behaviour
■ Occupation
■ Age
■ Economic Condition
■ Lifestyle
■ Personality
Psychological Factors affecting
Consumer Behaviour
■ Motivation
■ Perception
■ Learning
■ Beliefs and Attitude
Role of Consumer Behaviour in
Marketing
There are ideally two different ways which enable
marketers to understand their consumers.
■ Primary Research -refers to a research methodology
where marketers interact with consumers directly
and gather as much information as they can.
Information is generally collected through surveys,
questionnaires, feedback forms, interviews etc.
■ Secondary Research -Secondary Research often
refers to relying on information which has been
collected by others at some point of time.
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